RETHOUGHT. RECODED. REBOOSTED.
Premier partnered with happylucky to create custom packaging for the completely redesigned Ultraboost 19, adidas’ iconic leading performance running shoe.
The packaging featured the limited edition Laser Red colorway, visually connected the packaging to the colorway and the messaging to their new campaign dubbed “Recode Running”. Recode Running celebrates the way the sport of running is changing and quickly becoming a social sport.
The kit consisted of white printed code and branding on the outside laser red acrylic sleeve. The box was wrapped in printed code graphics that perfectly register with the sleeve graphics personalized with the recipient’s name on the footwear door.